How to Plan a Pay Per Click or PPC Campaign?

Solution Point's Pay-per-click strategy and search engine marketing methodology is outlined below:

PHASE I GATHERING INFORMATION :

PPC Questionnaires: Interaction with client regarding PPC requirements and campaign’s goal. Client will provide necessary information to launch the PPC campaign and provide extensive information regarding understanding of the client business, requirements, goals etc. We analyse your project requirements, objectives and marketing goal and then interact with your company on how to launch & set-up PPC campaigns.

Analysis of Client Website: Website analysis to understand your business, knowing unique selling points (USP) and offers which will help us in creating compelling ads. Analyse website functionality, overall design, call to action or other factors to determine whether it is effective enough to deliver good results. Provide our recommendation and suggestion to improve overall user experience on the website and to encourage visitors to take desired action

Landing Page Consultation: Suggest new landing page or alternation of existing landing page for particular ad group/keyword. No matter how much money is spent on Pay Per Click campaigns, but if all strong ads point to poor landing page then most likely your campaigns will fail. Therefore to avoid such situation we might suggest creating separate landing page for Pay Per Click campaigns.

We have separate design team who can take care of design part and will create landing pages for you with an additional fee. Or we can work with your designer for the design and implementation of new landing page.

PPC Account Set-up: We will create a new Google Adwords account or if you wish to work on your existing account then we will analyse your existing campaign and generate various reports to gather information about the well performing keywords, ad copies, bidding strategies etc. to improve the performance of the current/future campaign(s).

Installation of PPC Tracking Codes: We will install PPC tracking code on your website to track leads or purchase data of your website provided we are given FTP access. This includes Google AdWords, Yahoo, MSN adCenter or any other search engines tracking code. If FTP access is not given then we can work with your webmaster/programmer for installation process. Google Analytics: Google Analytics tracking code will be installed on your website for advanced level of tracking.

Analysing Competitor’s Ads and Websites: We analyse competitors’ websites to know the PPC market competitiveness, the important selling points and offers mention in their ad copies which helps us in creating most effective ad copies. We try to improvise on CTR as this is very important factor in achieving good position and stay ahead of competitors. We also use various competitive analysis tools which provide information about keywords competition in the market and what bid is required to achieve certain position.

Keyword Research & Creation of Ad Copies: After analszing all the above data, we start working on ad copy creation and keyword research process by keeping your requirements in mind. If you would like to review the ad copies and keywords before going live then we can accommodate such requirement. This makes sure that we both are on same page as far as keyword selection and ad copies are concerned. Or else, we can directly upload the ad groups online and keep you in the loop about the activities.

Getting Live with Ad Campaign and Keywords: Once everything is in place then we will try to get the keywords and ad copies online as early as possible.

PPC PHASE II- MONITORING:

Campaign Monitoring & Optimizing: Once we start receiving clicks we start monitoring the campaign. This includes watching position of the ads, visibility to users by looking at the number of impressions, amount of clicks etc. Based on statistic we decide whether to increase the bid of particular keyword in order to improve its position and CTR (Click through Rates). Improving position will help to receive more traffic which is highly dependent on Cost Per Click (CPC). Later when the positions are established we can work to reduce overall cost of the campaigns.

Search vs. Content Network Testing: Besides search network we can also explore content network for traffic and conversions. We will discuss this with you regarding content network and then decide whether to move with this network or concentrate only on Search network. There is a potential of good traffic from content network. However the results vary from industry to industry. The best way to find out is to test run a small campaign on content network. If you agree to test some budget on content network then we can launch a new campaign specifically for content network.

Placement-Targeted Testing: Placement-targeted (site-targeted) ads appear next to relevant content on sites you choose in the Google Content Network. This ensures that we get traffic only from those websites we choose which are in the same business/ industry. It cuts down the irrelevant traffic coming from other irrelevant content network sites.

Creating & Uploading Next Set of AdCopies and Keywords: We start working on preparation of next set of ad copies and keywords to increase the number of traffic and cover as many products/services your website is offering. Misspelled adgroups will target those customers who generally misspell certain keywords in typing. Competitor’s ad groups will have competitor’s brand name as keywords. So in this case if a searcher is looking for competitor’s website; then they will see our ad and visit our website. Lots of advertisers get sales using such strategy. This is comes under grey area of bidding and is allowed only by Google AdWords. We will not proceed with this strategy unless and until we don’t have your approval on this matter.

Weekly Report: Customize weekly report will be created and sent to the client which include detail statistics of the campaign performed during a week such as clicks, impressions, CTR, Conversions, Cost per Conversion etc.

PPC PHASE III – TESTING & BIDDING:

Ad Text (A-B Testing) Report: While preparing ad copies, we always create atleast two ad copies in each adgroup to perform A-B testing against each other. This technique results which ad text delivers better results which further help in better optimizing the ad performance. Client will receive this type of report every week which easily provide information on which ad copies are performing well.

Reviewing Weekly Reports with Client and Optimization: Discussion with client regarding the weekly reports and deciding various strategies to improve the overall results of the campaign. With the help of A-B testing report, we start replacing poor performing ad copies with a new ad copies against well performing ad copies. This process helps in improving the CTR and Conversion rate of the campaign by removing poor performing ad copies.

Optimization of Keywords: We continually analyse the conversion rate, cost per conversion data. To improve the results we pause or reduce bid of poor performing keywords which has resulted in either no conversion or low conversions at high cost. Proper bidding will be done to promote the ad position of the well performing keywords to increase the clicks and conversions.

Bid Management: Daily Bid management will be done for each and every keyword in the campaign to increase the number of conversions and improve the ad positioning of the ads. Creating & Uploading next set of AdCopies and Keywords.

Analysing Result of Landing Page Testing: If a website has more than one landing page for a particular product or service then we test different landing pages for a keyword while uploading to see which landing page delivers best results. After our test, we analyse results and exclude poor performing landing pages from the campaign. Overall focus will be on performing landing page for better results.

PPC PHASE IV – CONTENT PLACEMENTS:

Reviewing the Result of Content Network Testing: Results will be reviewed by both client and project manager and decide whether it has delivered results as promised or we should turn off the content network. If the results are good as expected then optimization process will begin to further optimize the campaign.

Reviewing the Result of Placement Targeted Campaign: Similar to content network, results will be monitored by both client and project manager. If the result is satisfactory then optimization will begin which include removing sites which are not converting, adjusting bid among sites etc.

Ongoing Campaign Optimization: Based on the weekly statistics, further optimization will be done to improve the performance of the campaign which includes modifying position/bids, pausing non-performing keywords, analyzing results of A-B testing, pausing non-performing ad copies etc.

PPC PHASE V: MONTHLY REPORTING

At beginning of every month, client will receive month-over-month report of PPC campaigns with Advance Google Analytics Reports such as Keyword Report, GeoMap Report, Length of Visit Report, etc. After analyzing the weekly/monthly reports, the strategies for upcoming month will be decided including expansion of country targeting, increasing daily budget of the campaign to increase the traffic and conversions, distribution of budget among various campaign based on the results or any other changes in the campaign for the betterment etc.

Website Statistics: Website Statistics is a unique feature in our services, which entails the use of statistics to identify and highlight the trends in the Internet traffic with reference to your site. This encompasses details of the number of users, the frequency of the web pages visited and sessions, browser details and the likes.

Primarily, the system lays stress on illustrative graphical representations for all sections to enhance comprehensibility of the statistics. Get a quote at http://www.solutionpoint.in/ticket/